A subscription box company has a 7-day free trial offer. They have been optimizing a Meta campaign to "Start Trial" (custom event) at a $9 CPL. Post-trial conversion to paid is 34%. Finance now requires that all acquisition campaigns be measured and optimized on a 14-day ROAS basis (paid subscription revenue only). The current 14-day ROAS of the trial campaign is 1.8x. Which bidding change is most appropriate?
